Simple constraints

A client of mine is setting up their CRM for outbound text messaging.

Not because it's trendy.
They just realized email and paper mail don't work for a lot of people with disabilities -- their core audience.

Once that was clear, the rest was easy.
The tool choice.
The configuration.
Even the learning curve.

Here's the thing:

Good strategy often looks like a clever solution.
But it usually starts as a simple constraint:

"This has to work for the people we serve."

Everything else is secondary.

- A.

P.S. Thanks to list reader Kim for the discussion that led to today’s email!